“Marketing should not be driven by tactics and activities. Strategies and plans that take customers into account must guide tactics: When they do, marketing generates both top-line and bottom-line results.”
Latest thinking by Fred Geyer
Many business leaders are making important strides in transforming their marketing strategies to address changing competitive environments, emerging product and service categories, and evolving customer needs. They’re thinking in terms of solutions rather than products, stakeholders rather than customers, and redefining rather than upgrading. To be sure, these are significant advancements. Too often, however, leaders expect new marketing strategies to be successfully executed with old marketing capabilities. The fact is that great strategic plans have failed in the absence of capability shifts.
In this article, Fred and Chiaki outline the concept of Signature Touchpoints, the third dimension of marketing, which is just as important as new product development or campaign development to achieve breakthrough in both B2B and B2C markets.
In this article, Andy, Fred, and Jesse explain how every organization can become a productive source of inspired and actionable ideas by practicing the Inspiration Discipline.
This article shows why Planning to Win is a market-driven approach that relies on senior business leaders to work together to identify what really matters to driving growth.
Making customer-centricity a business priority is a process best undertaken with a long planning horizon. Chiaki and Fred talk about the 5 tenets to embrace to improve your customer relationships.